MIS784 - Marketing Analytics
Unit details
| Year | 2026 unit information |
|---|---|
| Enrolment modes: | Trimester 2: Burwood (Melbourne), GIFT City Campus, Online Trimester 3: Burwood (Melbourne), Online |
| Credit point(s): | 1 |
| EFTSL value: | 0.125 |
| Unit Chair: | Trimester 2: Mengyao Fu Trimester 3: Bingqing Xiong |
| Previously: | Customer Analytics |
| Prerequisite: | Nil |
| Corequisite: | Nil |
| Incompatible with: | Nil |
| Educator-facilitated (scheduled) learning activities - on-campus unit enrolment: | 1 x 1.5 hour on-campus (livestreamed) lecture (recordings provided) and 1 x 1.5 hour on-campus practical experience (laboratory) each week |
| Educator-facilitated (scheduled) learning activities - online unit enrolment: | 1 x 1.5 hour recorded lecture provided and 1 X 1.5 hour online seminar (recordings provided) each week |
| Typical study commitment: | Students will on average spend 150 hours over the teaching period undertaking the teaching, learning and assessment activities for this unit. |
Content
Students will learn how to apply models and metrics to gauge the effectiveness of a firm’s marketing activities, in terms of the customer management, market share analysis, product management and communication. This unit will cover application of analytics to customer profiling and predicting customer behaviour. The teaching materials are organized in a way that expose students to both theoretical and practical aspects of models and techniques.
Learning outcomes
| ULO | These are the Unit Learning Outcomes (ULOs) for this unit. At the completion of this unit, successful students can: | Alignment to Deakin Graduate Learning Outcomes (GLOs) |
|---|---|---|
| ULO1 | Explain marketing analytics concepts and methodologies. | GLO1: Discipline-specific knowledge and capabilities |
| ULO2 | Analyse real-world marketing problems, and propose appropriate marketing analytic solutions. | GLO1: Discipline-specific knowledge and capabilities GLO5: Problem solving |
| ULO3 | Deploy marketing analytic solutions using a contemporary analysis tool. | GLO1: Discipline-specific knowledge and capabilities GLO3: Digital literacy |
| ULO4 | Prepare written reports that effectively communicate your solution to marketing problems. | GLO2: Communication |
Assessment
| Assessment Description | Student output | Grading and weighting (% total mark for unit) | Indicative due week |
|---|---|---|---|
| Assessment 1: (Individual) Case Study: data analysis with written report | 1000 words + Data analysis file | 30% | Week 5 |
| Assessment 2: (Individual) Case Study: data analysis with written report | 2000 words + Data analysis file | 30% | Week 8 |
| Assessment 3: (Group of 3) Data analysis with written report | 4000 words + Data analysis file | 40% | Week 12 |
The assessment due weeks provided may change. The Unit Chair will clarify the exact assessment requirements, including the due date, at the start of the teaching period.
Learning resource
The texts and reading list for MIS784 can be found via the University Library.
Note: Select the relevant trimester reading list. Please note that a future teaching period's reading list may not be available until a month prior to the start of that teaching period so you may wish to use the relevant trimester's prior year reading list as a guide only.
Bring Your Own Device (BYOD)
To fully engage with Deakin's learning experiences, students must be able to access and use internet-connected devices as outlined in computing requirements at Deakin.
To support student success at Deakin, we have a bring-your-own-device (BYOD) learning environment that acknowledges that students and educators bring with them the digital tools they regularly use to complete academic tasks. These tools stay with you beyond the classroom, helping you to keep learning, explore ideas more deeply, and connect with knowledge in ways that matter to you.
Students requiring a loan device should visit our Loan Laptop webpage or students requiring longer-term assistance should visit our Student Financial Assistance webpage.
Unit Fee Information
Fees and charges vary depending on the type of fee place you hold, your course, your commencement year, the units you choose to study and their study discipline, and your study load.
Tuition fees increase at the beginning of each calendar year and all fees quoted are in Australian dollars ($AUD). Tuition fees do not include textbooks, computer equipment or software, other equipment or costs such as mandatory checks, travel and stationery.
For further information regarding tuition fees, other fees and charges, invoice due dates, withdrawal dates, payment methods visit our Current Students website.